Do you have a share of model?
We don’t mean like a super model or stock share.
We’re talking about your brand’s share of answers in the large learning models of search and AI. Imagine a prospect prompting ChatGPT, Anthropic, or even Google for the best brand to provide your product or service. Maybe, they ask if your organization is a reputable brand for those products.
Well, you should understand your brand’s share of model. But before you go to enter the prompt, watch this video or read on for CMI’s chief strategy advisor Robert Rose’s take:
Share of model presents influence on AI
Recently, industry media have published articles about “share of model,” a new metric you should pay attention to.
MarketingWeek defines a share of model as the number of mentions of a brand by one or multiple large language models (e.g., ChatGPT, Meta’s Llama, Microsoft’s CoPilot, Google’s Gemini, Anthropic’s Claude) as a proportion of the total mentions of brands in the same category.
(Much like search engine optimization services cropped up, I must ask if new model operations services will emerge. But more on that in a minute.)
As Adweek explains, this new measurement might look like a brand recall or share-of-voice metrics, looking at how each model perceives your brand. It might assess it through sentiment or how it prioritizes your brand as the answer to a prompt question.
I’m at a bit of a loss as to how one could calculate it, but esoteric marketing metrics already exist.
Some suggest the metric evaluates your brand’s footprint, requiring a more bespoke study of your brand and, let’s say, five competitors on perception, total mentions, and performance against brand-centric queries. Now, that’s a project I can get my head around.
And that’s the key for me.
New metric isn’t really about measurement
The share of model is likely to become a thing, but its biggest evolution won’t be in how it’s measured but the optimization strategies that come from the analysis.
Cue the new service. SEO agencies will start thinking about domains and whatnot. (If you’re looking for ModelOptimization.AI, I took it this morning.)
If LLMs become the new search index, which ones will have your brand and which ones won’t? If that sounds like a lot of work to compile, you’re not wrong. It’s a ton of work. I expect new technology companies will offer cross-LLM analysis to develop quantitative research.
What do you think?
Let us know by email or comment on CMI’s social channels.
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Cover image by Joseph Kalinowski/Content Marketing Institute
